Chapters from Starting & Sustaining

One of the most common mistakes when launching an app is believing that if you build it, they will come. That would be great, but it simply doesn’t work like that. You have to start carefully and tastefully building anticipation and interest so you’re not launching into a vacuum.

The word “beta” gets thrown around in the early days of building an application, but teams rarely understand what it really means. “Beta” is more of a process than a point in time. It’s as much about learning as it is about sharing, and you have to design your beta to gather feedback.

It’s tempting to make everything perfect before you share it with anybody, but this is a terrible tactic. If you build the wrong features, it doesn’t matter whether they’re perfect. Optimize for release speed, learning, and iteration. You can be a perfectionist once your application is healthy and profitable.

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